Two to Three Ads (60 points)

Full Answer Section

Three Elements for Summary:

1. Emotional Appeal: I'll analyze how the ad uses music, lighting, and the emotional reactions of the participants to create a powerful emotional connection with the viewer.
2. Social Experiment Methodology: I'll discuss how the ad's structure, based on a social experiment, adds credibility to its message and makes it more impactful.
3. Brand Association: I'll examine how the ad strategically associates Dove with the concept of "real beauty," positioning the brand as a champion for female self-esteem rather than just a seller of personal care products.

Sample Solution

Okay, here are two ads I find interesting, followed by my choice for a visual analysis summary:

Ad 1: Dove "Real Beauty Sketches" (Video)

• Link: https://www.youtube.com/watch?v=iYk0tABjE_Q
• Purpose: To promote Dove's brand by highlighting the discrepancy between how women perceive their own beauty and how others perceive it, ultimately aiming to boost women's self-esteem and associate Dove with real beauty.

Ad 2: Always "Like a Girl" (Video)

• Link: https://www.youtube.com/watch?v=XjJQBetWqi8
• Purpose: To challenge the negative connotations associated with the phrase "like a girl" and empower young girls by redefining its meaning.

Choice for Visual Analysis Summary:

I've chosen the Dove "Real Beauty Sketches" ad for my summary. I find it particularly compelling because of its emotional impact and its clever use of social experiment methodology. It's a powerful example of how advertising can go beyond simply selling a product and tap into deeper social issues.